Social CRM and Mobile Capabilities Boost Productivity by 26.4
Percent, Nucleus Research Finds

Report shows a 14.6 percent gain in productivity from mobile
capabilities and 11.8 percent from social CRM

March 07, 2012 11:52 AM Eastern Standard Time

BOSTON--(BUSINESS WIRE)--A Nucleus Research survey of CRM decision makers found that
organizations can significantly increase returns on their CRM
investments by adding mobile and social capabilities, particularly for
salespeople. Nucleus surveyed 223 CRM decision makers and found an
average productivity gain of 14.6 percent from mobile capabilities and
11.8 percent from social CRM.

“Given the relatively low price point of many mobile CRM applications
and the fact that most social capabilities are bundled into CRM at no
additional per-user price, organizations that do not explore mobile and
social strategies are likely to lose competitive advantage in 2012 to
those competitors that do embrace these technologies,” said Rebecca
Wettemann, Vice President of Research, Nucleus Research.

Mobile CRM

While salespeople have used mobile devices for some time, the 14.6
percent productivity increase seen in this report is driven by the
development of custom, device-specific applications that take advantage
of the form factors of individual devices. Vendors and consultants are
increasingly delivering task-specific, role- and vertical-based views of
mobile CRM data that make it easier for salespeople to go beyond
updating their pipeline via their smart phone.

Social CRM

Nucleus has found that early adopters of social CRM have recognized
clear benefits, such as increased visibility and productivity. The 11.8
percent productivity gain is high, and Nucleus expects adoption of
social CRM, particularly by salespeople, to grow not just in real
numbers, but also in frequency of activity as users become more aware of
the technology’s capabilities and as vendors’ offerings mature.

The full research note includes four case studies of organizations
leveraging mobile and social CRM capabilities and is available at NucleusResearch.com

About Nucleus Research

Nucleus Research is a global provider of investigative, case-based
technology research and advisory services that provide real-world
insight into maximizing technology value. For more information, visit NucleusResearch.com
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